Queroquiro - expansão de uma clínica de Quiropraxia

• Autor(a) principal: Almeida Neto, Maurício de
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/23031
• topic: quiropraxia; oportunidade; criação de valor; expansão do negócio; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS

This work aims to present how to develop an opportunity in the health segment, related to chiropractic services, through QueroQuiro’s clinic, located in the city of São Paulo. The opportunity identified has relation with people's need for their welfare, life quality and relieves of stressful work routines, however not everyone is aware of the practical and efficient treatment promoted by chiropractic techniques. It was adopted the methodology of organizational problems solutions related with the application of techniques to the business reality, in this case, to take advantage of opportunities. It presents the market in which the company operates, its main competitors, the diagnosis of the opportunity, the proposal of exploitation, the action plans, the intervention and the evaluation of the results obtained during the work. The diagnosis of the opportunity, based on a study done with the patients of the clinic, demonstrated in more depth the needs of this public that perceived the value creation of this service. It was clear that this was an innovation in patient care, confirmed while analyzing how competitors work. The strategy of the solution to take competitive advantage of the opportunity included the broader innovation in they services was offered, with the availability of alternative schedules, hitherto not offered in this segment. This implied the change and internal restructuring of resources and professional skills, which defined action plans, which also sought to map the main threats that could come from competitors. These plans also aimed at enabling the expansion of the clinic with the implantation of new units to expand the business in a sustainable manner. As the process of changes in the clinic progressed, the actions adopted led to a rapid increase in demand, which facilitated the intervention to change the way the clinic operates. Among the most relevant results obtained, over a year, up to the conclusion of this project, was a growth of 119.28% in revenue, margins with an increase of 15.18%, as a consequence of doubling the number of patients, which will allow the expansion of the business throughout 2019. It is worth mentioning the complexity faced in the accomplishment of this work, since it involved numerous negotiations with the clinic founder, the relationship with patients, the adjustments of the team of professionals to support the new requirements needed for the changes, the observation of the performance of the competitors, and the performance of the author who changed from the condition of patient to consultant, and then to partner of the clinic.